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Exploring Strategic Change
Exploring Strategic Change Fourth Edition Exploring Strategic Change Julia Balogun University of Bath Veronica Hope Hailey University of Bath Stefanie Gustafsson University of Bath Pearson Education Limited Edinburgh Gate Harlow CM20 2JE United Kingdom Tel: +44 (0)1279 623623 Web: www.pearson.com/uk First published under the Prentice Hall imprint in 1999 (print) Second edition 2004 (print) Third edition 2008 (print) Fourth edition published 2016 (print and electronic) © Prentice Hall International Limited 1999 (print) © Pearson Education Limited 2004, 2008 (print) © Pearson Education Limited 2016 (print and electronic) The rights of Julia Balogun, Veronica Hope Hailey and Stefanie Gustafsson to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. The print publication is protected by copyright. Prior to any prohibited reproduction, storage in a retrieval system, distribution or transmission in any form or by any means, electronic, mechanical, recording or otherwise, permission should be obtained from the publisher or, where applicable, a licence permitting restricted copying in the United Kingdom should be obtained from the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. The ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was purchased, or as strictly permitted by applicable copyright law. Any unauthorised distribution or use of this text may be a direct infringement of the author’s and the publishers’ rights and those responsible may be liable in law accordingly. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. Contains public sector information licensed under the Open Government Licence (OGL) v1.0. www.nationalarchives.gov.uk/doc/open-government-licence. Pearson Education is not responsible for the content of third-party internet sites. ISBN: 978–0–273–77891–2 (print) ISBN: 978–0–273–77894–3 (PDF) ISBN: 978–0–273–77892–9 (eText) British Library Cataloguing-in-Publication Data A catalogue record for the print edition is available from the British Library Library of Congress Cataloging-in-Publication Data Balogun, Julia, author.   Exploring strategic change / Julia Balogun, Veronica Hope Hailey, Stefanie Gustafsson. — Fourth edition. pages  cm   Includes bibliographical references.   ISBN 978-0-273-77891-2   1. Organizational change.  2. Strategic planning.  I. Hope Hailey, Veronica, author.   II. Gustafsson, Stefanie, author.  III. Title.   HD30.28.B344 2016  658.4’012—dc23 2015023156 10  9  8  7  6  5  4  3  2  1 19  18  17  16  15 Front cover image © Getty Images Print edition typeset in 9.5 / 12.5 ITC Charter by 76 Print edition printed in Malaysia NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION To Paul, Guy and Annys and John, Helen, Mary, Frances, Joanna and Sarah Jane and Torbjorn This page intentionally left blank Contents Preface Acknowledgements 1 Exploring strategic change: an introduction xiii xv 1 1.1 Introduction  1.2 Structure of the book 1.3 The nature of strategic change 1.3.1 Patterns of strategic change 1.3.2 Organisations and strategic change 1.4 Context-specific change 1.5 Managerial capabilities for change agents 1.6 The transition state: designing context-sensitive approaches to change 1.7 The transition state: design and management 1.8 Putting the jigsaw together – a change flow chart Summary Notes Work assignments 1 2 4 5 8 11 11 2 Understanding implementation choices: the change path 21 21 22 23 23 25 26 30 30 35 35 37 39 39 44 45 2.1 Introduction 2.2 Different types of change 2.2.1 Types of change 2.2.2 End result of change 2.2.3 Nature of change 2.2.4 Differentiating between transformation and realignment 2.3 Realignment 2.3.1 Adaptation and reconstruction 2.4 Transformation 2.4.1 Evolution 2.4.2 Revolution 2.5 Paths of change 2.5.1 Reconstruction followed by evolution 2.5.2 Alternative change paths 2.5.3 Choosing a change path 13 16 17 18 18 20 vii Contents Summary Notes Work assignments 46 47 48 3 Understanding implementation choices: the additional options to consider 50 3.1 Introduction 3.2 Change start-point 3.2.1 Top-down change 3.2.2 Bottom-up change 3.2.3 Pockets of good practice 3.2.4 Pilot sites 3.3 Change style 3.3.1 Education and delegation 3.3.2 Collaboration 3.3.3 Participation 3.3.4 Direction 3.3.5 Coercion 3.4 Change target 3.4.1 Outputs 3.4.2 Behaviours 3.4.3 Values 3.5 Change levers 3.6 Change roles 3.6.1 Change champion 3.6.2 External facilitation 3.6.3 Change action team 3.6.4 Functional delegation Summary Notes Work assignments 50 51 51 53 54 55 57 58 60 62 63 64 66 66 67 69 71 78 79 81 81 81 82 83 84 4 Analysing the change context: how context affects choice 85 viii 4.1 Introduction 4.2 Time 4.2.1 Assessing time 4.2.2 Time and design choices 4.3 Scope 4.3.1 Assessing scope 4.3.2 Scope and design choices 85 87 88 90 91 92 93 Contents 4.4 Preservation 4.4.1 Assessing preservation 4.4.2 Preservation and design choices 4.5 Diversity 4.5.1 Assessing diversity 4.5.2 Diversity and design choices 4.6 Capability 4.6.1 Assessing capability 4.6.2 Capability and design choices 4.7 Capacity 4.7.1 Assessing capacity 4.7.2 Capacity and design choices 4.8 Readiness 4.8.1 Assessing readiness for change 4.8.2 Readiness and design choices 4.9 Power 4.9.1 Assessing power 4.9.2 Power and design choices Summary Notes Work assignments Case study 1  Merging to achieve change – Her Majesty’s Revenue and Customs (HMRC) 96 96 99 100 100 103 105 107 109 110 111 112 114 114 116 119 119 122 123 124 125 5 Designing the transition: the implementation path 137 137 138 139 140 5.1 Introduction 5.2 The future state – developing a vision 5.2.1 Vision statements 5.2.2 Alternative visions 5.2.3 Aligning actions and words: using the web to help formulate a vision 5.3 Identifying barriers to change 5.4 Designing the transition state: the organisational level 5.5 Facilitating personal transitions: the individual level 5.5.1 The transition curve 5.6 Linking individual and organisational transitions 5.7 Mobilising for change 5.7.1 The change equation 5.7.2 Questioning and challenging of the status quo 5.7.3 Symbolic activity and breaks with the past 5.7.4 Communication, education and training 5.7.5 Earlier reconstruction or adaptation 127 143 144 145 147 148 149 152 154 155 156 159 162 ix Contents 5.8 Designing and sequencing change levers 5.8.1 Four subsystems of change 5.9 Linking design of the transition state to design choices Summary Notes Work assignments 164 164 167 169 169 171 6 Transition management: building enabling conditions for change 172 6.1 Introduction 6.2 Enabling conditions for change 6.3 Senior executives 6.3.1 Reading and rewriting the context 6.3.2 Relational leadership for successful change 6.3.3 Building credibility 6.3.4 Leadership practices and successful change 6.4 Middle managers 6.4.1 Middle managers as change intermediaries 6.4.2 Middle managers: a two-headed Janus? 6.4.3 Middle manager skills 6.5 The role of human resource management: HR systems and processes, organisation development and learning & development 6.5.1 HR systems and processes 6.5.2 Recruitment and selection 6.5.3 Performance evaluation and rewards 6.5.4 Training and development 6.5.5 OD and L&D professionals Summary Notes Work assignments x 172 173 174 174 176 177 179 180 181 182 184 189 191 193 193 193 195 198 199 201 7 Transition management: employee engagement, trust, justice and voice 202 202 203 205 209 216 217 219 7.1 Introduction 7.2 Organisational climate 7.3 Employee engagement 7.4 Trust 7.5 Employee voice 7.6 Organisational justice 7.7 Rethinking resistance Contents Summary Notes Work assignments 222 223 225 8 Concluding comments 226 226 226 227 229 231 231 232 232 232 233 234 8.1 Introduction 8.2 The persistent problem of change 8.3 Analysis and design: techniques and tools 8.4 The doing of change: techniques and tools 8.5 The practice of strategic change 8.5.1 A change flowchart: using context to inform choice 8.5.2 Dual role components 8.5.3 Reading and rewriting the context 8.5.4 Building a shared understanding of change 8.6 In conclusion Case study 2  GlaxoSmithKline Pharma Greece Index 247 xi This page intentionally left blank Preface When we started writing the first edition of Exploring Strategic Change in 1994/1995, little did we imagine that we would still be writing the book and publishing the fourth edition in 2015. In many ways, writing this book as we are as economies are starting to emerge from the financial crisis and recession of 2007/2008, and the crisis of confidence in leadership that accompanied this, the messages in this book about change have never been more relevant. The challenge of change remains, but so does the need to find new forms of leadership and new ways of engaging and motivating workforces in a context in which there is a need to rebuild trust and there are greater expectations of workplace democracy. In this fourth edition we continue to write in a practical and applied fashion that is accessible to both practising managers and students of business, while drawing on best practice from researchers and practitioners. We continue to advocate the need for practitioners of change to develop context-sensitive approaches to change which are tailored to their particular change situations. However, we also say more about the challenges for the leadership of change, highlighting in particular the importance for senior executives leading change of developing robust relationships down through the organisation which engender the trust of others and of working in partnership with middle managers to deliver change. We also welcome a third author to the team, Dr Stefanie Gustafsson, who has contributed significantly to the development of this fourth edition. This fourth edition of Exploring Strategic Change continues to use examples from both private and public sector organisations to pursue four main themes: ●● that the task of management change is context-specific and therefore an understanding of an organisation’s change context is essential; ●● that analysing the change context allows the change agent to make design choices on the basis of ‘best fit’ for the organisation; ●● that once the change process has been designed the next task is to both design and manage the transition; ●● that managing the transition requires certain enabling conditions that need to be put in place by the senior executives leading change through the relationships they build with their employees. The first half of the book focuses on the design of the change process and the analysis of the change context within an organisation. Chapters 2 and 3 address the subject of design choices by providing a menu of design options which are discussed within six overall groupings: change paths, change styles, change start-points, change targets, change levers and change roles. These are discussed at this point in the book in order that the reader is aware of the range of choices that are available to a change agent. Chapter 4 then examines the importance of determining contextual fit when selecting appropriate design choices. Presented in these three chapters is a diagnostic framework, the change kaleidoscope, which helps identify the key contextual features in an organisation. The kaleidoscope features are xiii Preface   time, scope, preservation, diversity, capability, capacity, readiness and power. Not only does analysis of these features allow the reader to make appropriate design choices, it also prevents these features from becoming barriers to change during the transition process itself. Chapter 4 illustrates how different features impact on different design choices. The second half of the book examines the transition process in depth. Chapter 5 ­explains the role of visioning in change and introduces the idea of different stages of transition: mobilise, move and sustain. It also examines various mechanisms that can be used for each stage of the transition, including some overlooked by other texts such as symbolic mechanisms, and some that have become more popular recently such as storytelling. Chapters 6 and 7 explore the actual management of the transition process. Chapter 6 focuses on change leadership and the nature of this role for both senior executives and middle managers, and the competences they require. It also considers the need, post the financial crisis, for senior executives to develop more relational styles of leadership and become trustworthy leaders, working in partnership with middle managers and the HR function to deliver change. These relationships contribute to an enabling context that facilitates transition. However, Chapter 7 builds on this to explore the need for enabling conditions to also include a positive organisational climate for change. This is developed through employee engagement, trust in senior executives, employee voice and justice, all of which senior executives need to foster through the way they perform leadership. The development of such enabling conditions requires senior executives to challenge some of their traditional and long-standing assumptions about change, such as change as a leadership/resistance dynamic. Chapter 8 revisits a theme emphasised throughout the text: namely the need for those leading change to be skilled at both reading the organisational context they are operating in, and being able to reconfigure this context to enable the change processes they wish to put in place. The website at www.pearsoned.co.uk/balogun provides resource material to aid in lecture and seminar presentation. xiv Acknowledgements Many people have contributed to the process of writing this fourth edition of Exploring Strategic Change. We would like to thank Professor John Hailey, Professor Inger Stensaker, Geoff McDonald, Dr Paul Spee, Professor Claus Jacobs, Dr Lisa Day, Mandy Bennett, George Katzourakis, Sarah Stanton, Louisa Baczor, Ruth Stuart and Deborah Strazza for helping to provide case studies and illustrations for this book. In addition, we would like to thank Dr Andy Bailey, Fran Edwards and Jo Hailey and Jenny Armstrong for help identifying and preparing material for the book, and Gerardo Pederzini, Zoe Jeffrey and Peter Combes for helping us to construct a manuscript fit for the publishers. We also want to thank the many MBA students and executives who have offered invaluable feedback and comments on the ideas presented. Finally, as always, we have to thank our ever-patient and long-suffering spouses, and our children who have suffered the development of the fourth edition of this book, putting up with the long hours we spend at kitchen and dining room tables tapping away on our laptops. We dedicate this fourth edition to all of them. Publisher’s acknowledgements We are grateful to the following for permission to reproduce copyright material: Figures Figure 2.4 adapted from Exploring Techniques of Analysis and Evaluation in Strategic Management, (in Ambrosini, V., Johnson G. and Scholes, K. 1998) ‘Mapping and Re-Mapping Organisational Culture’, Johnson, G., Fig 9.1, Harlow: Prentice Hall; Figure 4.10 from ‘Strategy Implementation and Project Management’, Journal of Project Management, 16(1), pp. 43–50 (Grundy, T. 1998); Figure 5.4 adapted from Transition: Understanding and Managing Personal Change, Martin Robertson & Company (Adams, J., Hayes, J. and Hopson, B. 1977), Reproduced with permission of Blackwell Publishing; Figure 5.7 adapted from Organizational Transitions: Managing Complex Change, 2nd, Addison-Wesley (Beckhard, R. and Harris, R.T. 1987) Copyright © 1987 Pearson Education, Inc. Reproduced with permission, BECKHARD, RICHARD; HARRIS, REUBEN T., ORGANIZATIONAL TRANSITIONS: MANAGING COMPLEX CHANGE, 2nd Ed., ©1987. Adapted and Electronically reproduced by permission of Pearson Education, Inc., New York, NY; Figure 6.4 adapted from ‘From blaming the middle to harnessing its potential: creating change intermediaries’, British Journal of Management, 14(1), pp 69–84 (Balogun, J. 2003), Blackwell Publishing Ltd, Reproduced with permission of Blackwell Publishing; Figure 6.5 adapted from ‘Managing change across boundaries: boundary shaking practices’, British Journal of Management, 16, 261–278 (Balogun, J., Gleadle, P., Hope Hailey, V. and Willmott, H. 2005), Blackwell Publishing Ltd, Reproduced with permission of Blackwell Publishing; Figure 7.4 adapted from Measuring trust inside organisations, Personnel Review, 35(5), pp. 557–588 (Dietz, G. and Den Hartog, D. N.), with permission of Emerald Group Publishing. xv Acknowledgements   Tables Table 2.1 adapted from Johnson, G., ‘Mapping and Re-mapping Organisational Culture’, ­Exploring Techniques of Analysis and Evaluation in Strategic Management (Ambrosini, V., Johnson, G. and Scholes, K. (eds) 1998), Harlow: Prentice Hall. Text Illustration 3.10 adapted from Business case: Airwave Solutions, People Management, June, pp. 48–51 (Clegg, A. 2012), with kind permission of Chartered Institute of Personnel and Development, London (www.cipd.co.uk); Illustration 4.2 written by Stefanie Gustafsson based on an interview with Geoff McDonald, former Global VP HR Marketing, Communications, Sustainability and Talent, with the permission of Mandy Bromley on behalf of Unilever; Illustration 4.7 written by Professor Inger Stensaker, NHH Norway from original research, reproduced with the permission of Professor Inger Stensaker; Illustration 5.1 prepared by Paul Spee, University of Queensland from original research, reproduced with the permission of Paul Spee; Illustration 5.2 from ‘We are the smart lever for people to help children in need’ – Developing a joint vision as a basis of UNICEF Germany’s strategy development in 2011, Copyright © 2014 Claus Jacobs; Berne University of Applied Sciences and University of St. Gallen, Switzerland, reproduced with permission; Illustration 5.3 prepared by Lisa Day from original research, reproduced with the permission of Lisa Day; Illustration 5.8 adapted from ‘Northlands Ledger (A): Management Style, Strategy and Performance and ‘Northlands Ledger (B): Bringing Customer Focus to a Newspaper’, Case Centre, 2011 (Dewar, R.), case number 5-111-006(A) and 5-111-006(B). Copyright © 2011 Kellogg School of Management at Northwestern University reproduced with permission; Illustration 5.9 written by Professor Inger Stensaker, NHH Norway from original research, reproduced with the permission of Professor Inger Stensaker; Illustration 6.2 prepared by Louisa Baczor (2015), CIPD, London, with kind permission of Chartered Institute of Personnel and Development, London (www.cipd.co.uk) and Louisa Baczor; Illustration 6.3 adapted from ‘Set in great store’, People Management, pp. 36–39 (Clegg, A.), with kind permission of Chartered Institute of Personnel and Development, London (www.cipd.co.uk); Illustration 6.5 written by Stefanie Gustafsson and Ruth Stuart, based on original research by Ruth Stuart, CIPD, 2015, L&D: evolving roles, enhancing skills, with kind permission of Chartered Institute of Personnel and Development, London (www.cipd.co.uk) and Ruth Stuart; Illustration 7.3 after The evidence (Rayton, B., Dodge, R. and D’Analeze, G. 2012), http://www.engageforsuccess.org/wp-content/uploads/2012/09/The-Evidence.pdf., with the permission of Engage for Success; Illustration 7.4 written by Stefanie Gustafsson based on an interview with Deborah Strazza, Head of Organisation Effectiveness at the John Lewis Partnership, reproduced with the permission of Deborah Strazza; Illustrations 7.5, 7.6 adapted from ‘Where has all the trust gone?’ (Hope-Hailey, V., Searle, R., and Dietz, G. 2012), London: CIPD, with kind permission of Chartered Institute of Personnel and Development, London (www.cipd.co.uk); Case Study.1 from A taxing merger, Financial Times, 10/07/2008 (Vanessa Houder), 7:19 pm, © The Financial Times Limited. All Rights Reserved; Case Study 2 by Julia Balogun and Mandy Bennett, reproduced with the p ­ ermission of George Katsourakis. Photographs xvi (Key: l-left; r-right) p. 142 Claus Jacobs; p. 154 123RF.com (r); Shutterstock.com/Todd S. Holder (l). Cover image: Front: Getty Images. In some instances we have been unable to trace the owners of copyright material, and we would appreciate any information that would enable us to do so. Chapter 1 Exploring strategic change: an introduction 1.1 Introduction For many years now it has been said that the pace of change experienced by organisations and those who work in them is getting greater. Change has become a way of life, in part because organisations are experiencing many different types of change. As industries consolidate, there are increasing numbers of mergers and acquisitions. The pressures on organisations to compete in a more global arena are leading to the need for different ways of organising and competing. Rapid technological change is forcing organisations to adopt new technologies and change the way they both work and interface with their suppliers and customers. Meanwhile the political agenda of government is driving more change in the public sector. There has also been a series of management fads over the last two decades such as culture change programmes, total quality management, business process re-engineering and, more recently, employee engagement and business model innovation. In addition, many organisations need to change their strategy just to remain competitive. Yet the sad fact is that the success rate for most of the change programmes launched within organisations is poor. Figures quoted vary, but many commentators put the failure rate at around 70 per cent.1 As a result, change management has become a highly sought-after managerial ­competence. Indeed in mid-2014, the Chartered Institute for Personnel Development in the UK argued that as economies emerged from recession, transformational change and change management skills were once more on organisations’ agenda. 2 Furthermore, it is increasingly recognised that implementation skills are required throughout the ­organisation, in both senior- and middle-management ranks. The argument of this text, therefore, is that the management of strategic change remains a skill that many organisations overlook, yet need to develop, particularly in their most senior executives but also in all levels of management. The senior manager role in strategic change has two components. Senior managers need to devise strategies that promise strategic fit with the external environment and some form of competitive advantage, while also working internally to bring the organisation in line with that promise. Thus one role component is externally focused and to do with ­devising strategies that meet the external challenges. This is an exercise primarily 1 Chapter 1 Exploring strategic change: an introduction in strategic thinking. The other is internally focused and to do with aligning the organisation behind the intended strategy. This is about strategic acting. For the intended strategies developed in strategic plans by managers to be realised in organisations, senior managers need to have a capability in both components, although the emphasis is often on the former with the assumption that the latter is the responsibility of others. Executives comment that the challenge lies in the execution and delivery of strategy rather than its formulation.3 Exploring Strategic Change takes up this challenge with a focus on the linking of strategic thinking and strategic acting to enable the realisation of intended strategies. Through this focus, this book aims to help managers and students alike to understand more about change management and to extend their competence in this area, by starting at the point where most other strategic texts end – with frameworks that can help managers put their strategic plans into practice. A key feature of this book is its focus on strategic change, change that results from a shift in strategic direction for an organisation, requiring the implementation of change to processes, practices, systems and potentially even culture to enable the development of new competences and new ways of competing. While there has been a lot written on ‘change management’ in general, there is less written about how senior managers action their strategic agenda, moving from strategic plans they have formulated to the delivery of those plans. The book, therefore, recognises a key debate about the difference between intended strategy (the plan for the organisation) and realised strategy (what the organisation is actually doing), particularly in the context of mature organisations seeking to revitalise their core business areas.4 Since revitalisation often requires a new form of business delivery, Exploring Strategic Change considers how senior teams can be successful in connecting their strategic rhetoric to change in the way that middle and lower levels go about their work. It has a focus on the actual practice of strategic change, both successful and less successful. Hence a distinctive feature of this book is its focus on managerial practice and on understanding the consequences of that practice. In the wake of the financial crisis of 2008 both private and public sector organisations were faced with particular challenges. First, they were faced with workforces who were both shocked by the collapse of iconic institutions such as banks and more fearful for their futures as a consequence. Used to a period of growth, the reality of austerity and uncertainty bred organisational climates characterised by feelings of betrayal, bewilderment and distrust. Second, the senior managers leading these workforces had to implement negative change programmes. Transformational change was not on the menu. Rather restructurings and downsizings dominated activities as businesses sought to ride out the downturn. New change approaches were necessary and new forms of change leadership emerged. This book also reflects on these challenges. 1.2 Structure of the book There are two main sections to the book. The first section, Chapters 2 to 4, explores the role of context in developing appropriate approaches to change and the need to design context-sensitive change. The focus here is on using a framework, the change kaleidoscope, 2 1.2  Structure of the book to encourage those leading the change to focus on identifying the critical features of their organisation’s change context that need to be taken into account when making decisions about the most appropriate change approaches to change to adopt to give their planned changes the highest chance of success. Without a consideration of context, change is set in train without understanding whether the organisation itself is going to enable or d ­ isable the efforts to implement strategy. The kaleidoscope provides those leading change with a means of identifying the constraints and enablers in their organisation’s context, so that they, as far as possible, put in place initiatives which can overcome the identified c­ onstraints yet build on identified enablers. The second section, Chapters 5 to 7, examines how to turn the chosen change approach into a reality and make change actually happen. It examines key aspects of the change process that change agents need to focus on such as painting a convincing picture of the future state, designing and managing the transition process, and incorporating systemic change across a diverse range of organisational sub-systems. It also considers the role of leadership in the delivery of change. For leaders to be able to take the people in an organisation with them, contains a contemporary challenge. The levels and pace of changes going down through organisations has had an impact on the relationship between senior managers and others within their organisations. Thus we re-conceptualise change to show how it occurs within a dynamic relationship between senior, middle and lower levels of staff, and that this dynamic relationship needs to be developed and maintained by senior executives to create enabling conditions for change. We also pick up on the challenges that middle managers face, and their importance in fulfilling their ‘Janus’ type role, which involves them looking upwards to senior executives for strategic direction, yet also facing downwards for the purpose of working with the lower levels of the organisation to implement change. Finally we consider the importance of a positive organisational climate that supports enabling conditions for change. An important theme that underpins both of these sections is the notion of ‘reading’ and ‘reshaping’ or ‘rewriting’ the context. ‘Reading’ is the systematic analysis of an organisation’s context so as to identify potential blocks to the implementation of change, such as managerial capability or readiness for change, but also potential enablers, such as a capacity for change in terms of spare resources to invest in supporting the change effort. The change kaleidoscope is designed to help with this. ‘Reshaping’ the context is to do with using the analysis in ‘reading’ to as far as possible put in place initiatives aimed at making the context more receptive to and capable of absorbing change of the required depth and breadth before starting the journey. In other words, early initiatives may be more to do with changing the context itself to overcome the potential blockages, to subsequently enable the desired strategic change to be put in place. However, reading and rewriting the context is also relevant in the second half of the book, which focuses on change leaders developing an understanding of how behaviours and attitudes in the organisation need to change, and using their own behaviours to role model these shifts. Although Exploring Strategic Change is aimed at both business students and practising managers, throughout the book reference is made to the change agent. This term is used to refer to the person with responsibility for ‘making the change happen’ in any organisation. Many different people can fulfil this role. In some organisations it may be the Chief Executive, in others the Human Resources Director, or even a selected team of people, who have responsibility for managing the change process. 3
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